Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
In general, good business owners make good marketers. But as an innovative business leader, you need to follow the marketing tactics competitive swimming pools water delivery businesses utilize in the marketplace.
Price matching is a protection for buyers who are concerned that they could find a better deal elsewhere. For businesses, price matching eliminates buying risk, convincing cautious consumers to buy now. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. If your company's prices can be beat by someone else's swimming pools water delivery business, customers will transfer loyalty to the competition - and take their friends with them. Today's consumers are educated and informed. They use social media and other tools to identify the best pricing, making it imperative for small business to consider the value of a well-publicized price matching strategy.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your swimming pools water delivery business a sense of market presence and other variables that are difficult to quantify. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your swimming pools water delivery business the ability to control bad buzz when it appears in the marketplace.
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other swimming pools water delivery businesses, there's a good chance that you're missing something. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
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